10118NAT Diploma of Social Media Marketing
Student Assessment Guide: BSBMKG523 Design and develop
an integrated marketing communication plan
A5. Explain three or more influences on buyer behaviour which may impact Tee Shirty’s campaign.
NOTE: Refer to pages 19-20 of the “BSBMKG523 Design and develop an integrated marketing
communication plan learner guide” document and the “BSBMKG523 Case study information”
document provided on Moodle to inform your answer. Answer in 250-350 words.
Write your answer here
Personal factors, which can include age, lifestyle, economic bracket, orientation, occupation
and personality traits, influences buyer behaviour. As their situations tend to change, then
their personal preferences will also change.
The psychological factors that affect Tee Shirty's buyer behaviour include attitudes, beliefs,
values, learning, perception and the different elements of needs. Motivation will also play a
huge part in buyer behaviour.
Culture is another factor that influences Tee Shirty's buyer behaviour. Popular culture in
particular can be highly influential. As can subculture and consumer culture as they become
inbuilt in our decision making processes as well as attitudes and values.
Student Assessment Guide: BSBMKG523
Page 14 of 23
Developed by: ACBI
Approved by: DoS
Issued: October 2019
Review: January 2020